Uber’s Rebrand and Digital Marketing Strategy | 2018

With over 40 million monthly users, Uber continues to be the most successful ride-hailing app in the world. Despite controversies, the transport company triumphed by using their setbacks as fuel to win the hearts of consumers.

Since launching in 2009, Uber has been consistent in giving all their efforts to provide good services for their customers. They have built not just a ride-sharing app, they also extended their forces through subsidiaries such as Uber Eats, Jump Bikes, Otto, just to name a few. But behind those services are huge issues. Fortunately, the ride-hailing app knows how to listen to their audience. Just recently, Uber rebranded and it signifies market dominance around the world. Here’s what we can learn from their strategies:

Rebrand 2018: New logo, typeface & functionality

A ride-sharing app doesn’t need to have a flamboyant design to make it big: Uber can attest to that statement.

From their confusing and controversial symbol, the transport company decided to opt for a different wordmark. As part of Uber’s new visual identity, they worked with firm Wolf Ollins to rectify errors of their previous rebrand in 2016.

Just a brief background: Uber’s 2016 rebrand received mixed reactions (more negative than positive). Majority of people didn’t like the circular logo that kinda resembles an “asshole”. Additionally, people also wondered where the “U” went from the previous greyscale icon.

This 2018, Uber improved their mistakes by offering a new logo and typeface, alongside other additional upgrades (services, design, functionality).

Digital marketing at a glance

Uber’s digital marketing strategy is just the same as its contemporaries. The only difference is that they know how to make an impact — that alone sets them apart from the rest. Uber’s main social media channels are Facebook, Youtube and Instagram. These sites have given them enough exposure to reach their audience.

With over 21 million likes on Facebook, it seems like no one’s going to top Uber anytime soon. Throughout the years, the company launched different digital marketing strategies targeting a variety of consumers. But one of their most effective tactics is by sharing wonderful video campaigns (from their Youtube channel) to their Facebook page. Check out some of their latest campaigns:

Doors Are Always Opening | Uber:

#UberLegends:

Opportunity Is Everywhere:

As for Instagram, it’s considered one of the most efficient platforms to use today. Visual data is processed 60,000 times faster by the brain than text, that’s why majority of brands are using this platform. One good example is Uber Hong Kong’s initiative to showcase visually-pleasing photos:

Also part of their digital strategy is Influencer Marketing. For a company that is famous for commuters around the world, it’s only right to promote with the help of key opinion leaders.

About a year ago, Uber has double down on influencer marketing as a means of reaching millennials commuters. They partnered with 13 influencers, all of which were millennials of working age. They launched a campaign with a goal of promoting Uber as a good transportation service for various regions.